Copy Audit Framework

Systematic process for auditing ad copy before it goes live. Applies to all ad formats (document ads, single image, conversation ads, video scripts). Run all 5 layers in order.

Layer 1: Factual Accuracy

The most critical layer. One wrong claim destroys credibility - especially with technical audiences.

• Every claim must trace back to verified source material. If you can't find it in the source posts, product docs, or verified data - don't use it.
• Regulatory or technical statements must be precise. "Permitted" vs "required," "expanded" vs "mandated" - these are not interchangeable. Technical audiences will catch errors.
• Statistics must include source attribution. A percentage needs its source and sample size - not just the number.
• Don't add claims not present in verified content. If the brand never mentioned a specific regulation, framework, or feature in their content - don't add it.
• Check for implications, not just explicit statements. "This isn't optional" implies a mandate. "Expanded permissions" implies flexibility. The implication matters as much as the words.
• When in doubt, use the brand's exact phrasing. If they frame something a specific way, use their framing - not your interpretation.

Red flags to check:

• Absolute claims: "required," "mandatory," "the only way," "the biggest"
• Unattributed statistics
• Technical/regulatory framing that contradicts the actual source
• Product capabilities not confirmed in source material
• Claims about competitors or "most companies"

Layer 2: Tone of Voice

Check against the brand's tone profile - specifically the "What they NEVER do" list first. This catches the biggest violations fastest.

Check order:

1. "Never do" list first. Every brand profile should have one. Questions in body? Urgency tactics? Competitive positioning? Emojis? If any match the "never" list, fix immediately.
2. Vocabulary. Are you using their words or yours? Check for: buzzwords they avoid, dramatic language they don't use, qualifiers that don't match their register.
3. Sentence structure. Does it match their register? Some brands are punchy (short fragments), others are measured (medium-length, subordinate clauses). Don't impose one on the other.
4. Headlines. Informational vs attention-grabbing? Match the brand pattern.
5. Bridge phrases. Is the product introduced with the brand's characteristic transition, or does it appear cold? Check the brand file for their pattern.
6. Point of view. Neutral/third-person for education, "we/you" for product sections? Match the brand's pattern.
7. CTAs. Gentle and specific vs aggressive? Match.

Common tone violations:

• Using "your" accusatorially ("Your process is broken") when the brand uses third-person observations ("Most teams manage this across 5+ tools")
• Informal slang ("fire drill," "firefighting," "chaos") when the brand is measured
• Marketing pivots ("It doesn't have to be this way") when the brand is educational
• Superlatives ("the biggest," "the best," "the only") when the brand uses measured qualifiers
• Questions in the body when the brand only uses questions in headlines

Layer 3: Structure & Relevance

Every element must earn its place. No filler, no redundancy.

For document ads:

• Does each slide have ONE distinct purpose? If you can't state the purpose in 5 words, the slide is unfocused.
• Are adjacent slides redundant? Common mistake: Slide 5 = "what a good system needs" and Slide 6 = "what our product does" - listing the same capabilities with different words. Differentiate them: the generic-requirements slide states what any capable solution needs, the product slide states the specific, unique thing this product does.
• Does the progression follow the campaign formula? (Hook -> Pain -> Shift -> Solution -> CTA)
• Is there a visual break? Key statistics deserve a standalone slide, not burial in a paragraph.
• Can any slide be merged with its neighbor without losing information? If yes, merge.

For all formats:

• Is the hook specific enough? Generic hooks ("Struggling with X?") underperform specific ones that name the real problem.
• Does the CTA match the funnel stage? MOF = "See how it works" or "Book a demo." Don't over-ask for BOF actions at MOF stage.
• Is the post body / introductory text aligned with the creative? They should feel like the same piece of content.

Layer 4: Design & Text Density

Ads are visual-first. If a slide or creative looks like a wall of text, people skip it.

• Would someone swipe past this because it looks dense? If a slide has 2+ paragraphs plus bullet points, it's too much.
• Are bullet lists inside content blocks? Light-colored fills create visual separation and make bullets scannable. Check the brand palette for the right color.
• Are standalone stats given visual prominence? A powerful stat deserves its own slide - big number in an accent color at large type, minimal surrounding text, source attribution in small gray text.
• Does every slide have a design note? The designer needs guidance - don't leave visual treatment to chance.
• Does the color palette match the brand? Check every specified color against the brand guide.
• Is there a visual anchor on product slides? Screenshot or mockup options give flexibility.

Layer 5: Audience Fit

The ad must speak the audience's language, not the marketer's.

• Does the language match how the audience thinks? Every role has its own frame. Use the audience's terminology and concerns, not generic business language. Check audience insights for specifics.
• Is the #1 pain point given appropriate prominence? If audience research identified a primary pain point, it should be central - not one bullet among many.
• Is the ad specific enough? Technical audiences respect precision over generalities. Use concrete details the audience recognizes.
• Are industry terms used where the audience expects them? Don't simplify jargon for an audience that uses those terms daily.
• Is the ad different from the other audience variant? If you have multiple audience versions, each must speak to its audience's specific concerns - not just swap one word.

Process Summary

Layer	Primary question	How to check
1. Factual Accuracy	Can every claim be verified?	Check every claim against verified source material
2. Tone of Voice	Does it sound like the brand?	Check "never do" list first, then vocabulary/structure
3. Structure & Relevance	Does every element earn its place?	Check each slide/section for distinct purpose
4. Design & Text Density	Would the audience actually read this?	Visual scan for walls of text, check brand palette
5. Audience Fit	Does it speak their language?	Check pain points, terminology, framing vs. audience insights

Run all 5 layers. Present findings organized by severity: Critical > Significant > Minor. Always include "What Works Well" - the audit should reinforce good decisions, not just flag problems.

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By Ivan Falco - Frontal